新人教选修Book9 Unit5 Inside advertising Reading

.,Howadvertisingworks,.,Letsenjoytwoadvertisements!,.,1.DoyoulikeMcDonaldsbetterthanKFCbecauseoftheadvertisement?,AdvertisementsWHERE?,Onbillboards,Onbuses,OnTV,Ontheradio,Intrainstations,Innewspapers,Inmagazines,Atthecinema,Attheairport,Everywhere,.,Compareadvertisements,Comparethetwoadvertisements,whichoneiseasierforyoutoremember?Why?,.,Obeyyourthirst.,ThingsgobetterwithCoca-Cola.,Taketimetoindulge.尽情享受吧！,Thenewdigitalera数码新时代,.,Understandingtheadvertisementsonpage42.,WaterA.WhatisthemostcommonnameforH2O?WhydidtheycallitH2O?Water.Becauseitrhymeswith“slow”.,.,B.Whatisthepurposeofthisadvertisement?Toencouragepeopletousewaterwiselyandtosavewaterwheretheycan.,A.Whatgroupofpeopleistheadvertisementmadefor?Youngpeoplewholikesports,thelatestfashionsandliketobepartofagroup.,2.SuperShooze,B.Whatmessagedoestheadvertisementgive?Ifyouwearourshoesyoullhaveanexcitinglife,andbepopularandhavefun.,C.Doyouthinkthemessageistrue?Givereasons.No,becausejustwearingacertainbrandofshoeswontmakeyouexciting,popularorhavefunittakesmuchmoreeffortthanthat.,A.Whyarethefirsttwolineswrittenbiggerthantherestoftheadvertisement?Theselinesappearbiggersothattheyarethefirstthingpeoplenoticeaboutthead.,3.Refreshwater,B.Theadvertisementsaysthatwhenyoubuytwo,theywillgiveyoutwomoreatnoextracost.Doesthismeantheadvertiserwilllosemoneyonthesale?,.,No,theadvertiserwillhaveworkedoutapricethatwillstillgivehimaprofitevenifheisgivingawaytwobottlesfree.Theadvertiseralsobenefitsbysellingmorebottlesthanhewouldhaveifhehadntofferedthefreebottles.,C.Whydoadvertisersoftenusethe“Buyonegetonefree”message?Peopleloveabargain,sotheyareattractedtofreeoffersandaremorelikelytobuytheproductiftheythinktheyaregettingsomethingforfree.,A.Whatdoesthisadvertisementencourageyoutothink?Itencouragesustothinkofthesky,airandourenvironmentandabouthowtheenvironmentisbeingspoiled.,4.Environment,B.Whatdoyouthinkcausesairpollution?Humanbeingscauseairpollutionbyburningfossilfuels,suchasgas,oil,coal,etcbyusingsomemodernmachines,transportationvehiclesandalsobymanufacturingmodernproducts.,C.Howelsecanadvertisersmakepeoplemoreawareofourfragileenvironment?Tellpeoplemoreandhelpthemtobemoreawareoftheimportanceofprotectingourenvironment.,5.“Speeding”and“HowfastamIgoing”?A.Bothoftheseadvertisementshavethesamepurpose.Whatdobothadswantpeopletodo?Theywantpeopletostopspeeding.,B.Bothadstargetacertaingroupofpeople.Whoarethey?Drivers.C.Ifyouwereadriver,whichadvertisementwouldhavemosteffectonyou?Why?Studentsgivetheirownanswers.,.,HOWADVERTINGWORKS,.,Scantheheadingsofeachsectionandgetageneralunderstandingofthetext.,Scanning,.,Introduction,Whatisanadvertisement?,Howdoadvertisersmakeeffectiveadvertisements?,Howeffectiveareadvertisements?,Sumupthemainideaofeachsection.,.,Readthetextcarefullyandtrytoanswerthefollowingquestions:1.Whoadvertises?2.Whydotheyadvertise?3.Wheredotheyadvertise?4.Howdotheydecidewheretoadvertise?5.Doesadvertisingwork?,Detailreading,.,Whoadvertises?Businesses,individuals,organizationsandassociations.2.Whydotheyadvertise?Theywanttosellsomethingortoinformoreducatethepublic.,.,3.Wheredotheyadvertise?OnTVandradio,inmagazinesandnewspapers(alsoonclothes,billboards,atsportsfields,onbusesandtrains,atbusandtrainstationsandmanyotherplaces).,.,4.Howdotheydecidewheretoadvertise?Theyconsidertheirbudgetandwhatmediumismostlikelytobeseenorheardbythetargetconsumer.Doesadvertisingwork?Yesandno.Peoplearenotusuallypersuadedbyadstobuythingstheyhavenousefor.However,adsdochangepeoplesopinionsovertime.,.,Readthetextcarefullyandfillintheblankswithproperwords.,messageorannouncement,.,identifythetargetgroup,formsthebasis,.,persuade,.,placetheiradsintherightmedium,.,areunlikelyto,beingconstantlyexposed,.,Whatisanad?,1)Definition(amessageorannouncementthatintendstoinformorinfluencepeople)2)Means(words,pictures,music,film)3)Advertisers(business,individuals,organizations,associations),Conclusion,.,Howdoadvertisersmakeeffectiveads?,1)Identifythetarget(findoutnecessaryinformationaboutthisgroup)2)Appealtothetarget(hopes,dreams,emotions,desire